Marketers favor email, the workhorse among b2b tactics, for its effectiveness in acquiring customers and nurturing prospects, but there are widely divergent approaches to using it. These include frequency as well as opt-in best practices—or lack thereof—when assembling contact lists.
Those are some of the findings of “Email Marketing: A Legacy Channel Continues to Deliver,” a new BtoB study based on an online survey of 332 b2b marketers in December and January. It found that customer acquisition, cited by 32% of respondents, and lead nurturing (27%) are the two primary goals of email programs.
The survey found marketers approach the frequency of their email blasts in different ways. Almost half (48%) worry about alienating contacts with too much volume and send out non- e-newsletter emails once a month or even less often. By contrast, 19% email their contacts once a week, and 16% hit the send button once every two weeks.
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